Introduction to Soft Drink Market

An Overview of Soft Drink Industry

The total soft drink market in Rs 6000 Crores. Indias per capital consumption of soft drinks has risen to 9.5 servings in 2007 as against 7.5 servings in 2000 followed by 5.4 serving in 1997 Branded soft drinks retail anywhere in India between Rs 8 Rs 12 and are expensive When measured against Purchasing power .There are

around 4, 00,000 retailers of soft drink. A soft drink is a non-alcoholic beverage. It is artificially flavoured and contains no fruit or pulp.

India with population of more than 100 crores is potentially one of the largest consumer markets in the world after China. The consumer market can be defined as the market for products and services that are purchased by individuals as house holds goods for their personal consumption. Soft drink is a typical consumer product purchased by individuals to quench thirst and secondly for refreshment.

Searching for the point of origin of Indian soft drinks we first document on Gold Spot, which was the first brand soft drink in India. It was introduced by PARLE during later part of 40s.

Cola giant, Coca-Cola was the first foreign soft drink to be introduced in India in 1965, Coca-Cola make a very good beginning and dominated the whole scheme right from the word go. competition at that time. The marketing people did not even receive to publicize Cola-Cola for it sold first like probability not-cakes. This extraordinary success of soft drinks, can be attributed to the following factors : Absence of contemporary competitive brand. Euphoric image built up in the Western countries proceeded the entry into Indian Market; and Indians are very found by nature of foreign goods, services etc. due to prolonged foreign rules. Parle Exports (P) Ltd., later in 1970 introduced Limca, Lemony Soft drinks. Before Limca introduce, they had tentatively introduced Cola, Three of four groups of Indian companies who had the required production capacity started their own brands of Cola, Lemon, Orange, but failed to achieve their goal on a national basis. It (Coca-Cola) faced no

India always has love and hate relationship with MNCs which gave a significant opportunities to soft drink industries in India when Coca-Cola

decided to windup its operations in 1977 rather than bowing to the Indian government insisting on: Dilution of equity, as the government felt that lots of foreign currency was being wasted. Manufacturing of the top-secret concentrate in India. Disclose of the chemical composition of the essence.

This left a large vacuum in the popular soft drink market, and a vista was opened to any company with the requisite, technical, marketing and organizational skills. The exit of Coca-Cola from India in1977 accelerated the growth of several Indian Soft Drink. New soft drink in the form of Tetra pack entered the market among Frooti, Jump-In and Tree-Top were the prominent once. Till 1977 their equipped bottling plants and the

distribution network a longing to be of no use. It took them one year to develop new formula to survive and gradually came up with Campa Lemon, Orange and Cola that order.

However Parle, the pioneer in the soft drinks, blazed its way to national prominence with their product Thumps Up bearing the slogan Happy Days are here again.This particular slogan helped to win over

the loyalists or addicts to Coca-Cola, who was in the state of Cola Shockor Cola Depression. Soon the Indian Soft drink industry started at a phenomenal rate, and all Parle Products Gold Spot, Limca and Thumps Up became the brand leader in their own segment. In spite of all these, the drink market still has large gap, as claim by soft drink manufacturers. To fill these gap there are many soft drinks concentrate and squashes flooded the market. The Indian soft markets basically offered three flavours i.e. Orange, Lemon and Cola. 1990 saw the coming of the multinational company PEPSI entering the Indian market. 11 years after the exit of Coca Cola. It had name, fame and edge of being one of the best in the game and it also offered stiff competition to Parle and Coke. Pepsi Cola Company founded by

CALEB BRADHAM in 1890 at North Carolina in USA. Now it is ranked 86th (1998) in the world with the asset of around $25000 million, having its head quarter at ATLANTA. Pepsi Co. Indias HQ is at Gurgaon. Presently is operating in 196 countries. In India it has 34 Bottling Plant of them 8 are COBO and 26 are FOBO. COCA COLA entered India in the year 1993 In collaboration with PARLE INDIA LTD

The product range of COCA-COLA CONSISTS of :

COLA COKE, THUMS UP ORANGE LIME FANTA MMPO LIMCA LIME SPRITE, SPRITE ICE MANGO MAAZA M.WATER & SODA KINLEY

History of Coca-Cola
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History of Coca-Cola
In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton's book keeper Frank Robinson.

It was a prohibition law, enacted in Atlanta in 1886, that persuaded physician and chemist Dr. John Stith Pemberton to rename and rewrite the formula for his popular nerve tonic, stimulant and headache remedy, "Pemberton's French Wine Coca," sold at that time by most, if not all, of the city's druggists.

So when the new Coca-Cola debuted later that year - still possessing "the valuable tonic and nerve stimulant properties of the coca plant and cola nuts," yet sweetened with sugar instead of wine - Pemberton advertised it not only as a "delicious, exhilarating, refreshing and invigorating" sodafountain beverage but also as the ideal "temperance drink." It is said coke was discovered when DeLuise, a 19th century American soda jerk accidentally hit the soda water spigot, adding carbonated water to the syrup in the glass. The result was a "happy accident": the invention of Coca-Cola.

Though Pemberton died just two years later - five months, in fact, after his March 24, 1888, filing for incorporation of the first Coca-Cola Co. the trademark he and his partners created more than one hundred years ago can claim wider recognition today than that of any other brand in the world.

John Pemberton

And the Coca-Cola beverage, whose unit sales totaled a mere 3,200 servings in 1886 ("nine drinks per day" based on the twenty-five gallons of syrup sold to drugstores by Pemberton Chemical Co.), is today called the world's most popular soft drink--accounting for billions of servings at restaurants in 195 countries.

Such is the commercial legacy of a onetime Confederate lieutenant colonel who earned his medical degree at the age of nineteen, who served on the first Georgia pharmacy licensing board, who set up a top-rated laboratory for chemical analysis and manufacturing, and who, in his dozen-and-a-half years in Atlanta, established eighteen business ventures - including one, the Coca-Cola Co., which now can boast 1995 sales in excess of $15 billion.

Although Pemberton may have envisioned a future for his soft-drink creation--enticing six Atlanta businessmen to invest in the start-up CocaCola enterprise--for reasons that remain a mystery he soon began selling his interest in the formula.

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"Dr. Pemberton . . . must have believed that it had little value and no

potential assurance of substantial success," said Charles Candler in a 1953 biographical sketch about his father, titled "Asa Griggs Candler, Coca-Cola and Emory College."

Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted "Coca Cola" into the flowing letters which has become the famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886.

About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expenses, so the first year of sales were a loss. Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut.

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By the late 1890s, Coca-Cola was one of America's most popular fountain drinks. With another Atlanta pharmacist, Asa Griggs Candler, at the helm, the Coca-Cola Company increased syrup sales by over 4000% between 1890 and 1900.

Advertising, was an important factor in Pemberton and Candler's success and by the turn of the century, the drink was sold across the United States and Canada. Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drink. Even today, the US soft drink industry is organized on this principle.

Asa Candler, who, according to King, had worked for Pemberton as early as 1872, wound up, after a series of transactions, controlling the company within a short time of Pemberton's death. By 1891 he owned all of the Coca-Cola business. Charles Candler relates that one of his father's first missions was to change the original Pemberton formula in order "to improve the taste of the product, to ensure its uniformity and its stability."

Coca-Cola attorneys also were called to battle against competitors who called the product name a misrepresentation if, as argued, its principal

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ingredients were neither the coca leaf nor the kola nut--a source of caffeine that made the early beverage useful in healing headaches.

By 1928 bottled sales had eclipsed fountain sales, thanks to the pioneering introduction of a carton now popularly called the six-pack. The following year the company introduced metal open-top coolers. Then in 1933 at the Chicago World Fair automatic fountain dispensers made their debut. Having expanded the brand into fourty-four countries by the outbreak of World War II, Woodruff, within fifteen years of the war's end, had managed to double that number. "Now the saying is you have to be global," said Goizueta, Coca-Cola's current chairman and chief executive. "We were global when global wasn't cool."

Two decades later, when Coca-Cola's board elected Goizueta to the post of chairman and chief executive, the company was embarked on a financial mission--to become one of the best-performing corporations in America. Average annual fountain-sales growth under Goizueta has continued to surge. And despite consumer uproar over the company's attempted Coca-Cola reformulation in 1985, the introduction of Diet Coke in 1982 was hailed as the most successful product launch of the past decade.
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Asa Griggs Candler

Until the 1960s, both small town and big city dwellers enjoyed carbonated beverages at the local soda fountain or ice cream saloon. Often housed in the drug store, the soda fountain counter served as a meeting place for people of all ages. Often combined with lunch counters, the soda fountain declined in popularity as commercial ice cream, bottled soft drinks, and fast food restaurants came to the fore.

On April 23, 1985, the trade secret "New Coke" formula was released. Today, products of the Coca Cola Company are consumed at the rate of more than one billion drinks per day. A trade secret is any information that allows you to make money because it is not generally known. A trade secret could be a formula, computer program, process, method, device, technique, pricing information, customer lists or other non-public information. If the

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economic value of a piece of information relies on it being kept private, it could be a trade secret.

One of the most famous examples of a trade secret is the formula for Coca-Cola. The formula, also referred to by the code name "Merchandise 7X," is known to only a few people within the company and kept in the vault of a bank in Atlanta, Georgia. The individuals who know the secret formula have signed non-disclosure agreements, and it is rumored that they are not allowed to travel together. In the past, you could not buy Coca-Cola in India because Indian law required that tradesecret information be disclosed. In 1991, India changed its laws regarding trademarks, and Coca-Cola can now be sold in that country.

Trade secrets are very different from patents, copyrights and trademarks. While patents and copyrights require you to disclose your information in the application process (information that eventually becomes public), trade secrets require you to actively keep the information secret. Tradesecret protection can potentially last longer than that of patents (20 years) and copyrights (100 years).

Some of the ways to protect a trade secret are as follows:

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 Restrict access to the information (lock it away in a secure place, such as a bank vault). Limit the number of people who know the information. Have the people who know the trade secret agree in writing not to disclose the information (sign non-disclosure agreements). Have anyone that comes in contact with the trade secret, directly or indirectly, sign non-disclosure agreements. Mark any written material pertaining to the trade secret as proprietary.

Woodruff introduced the six bottle carton in 1923. He also made CocaCola available through vending machine in 1929, that same year, the Coca- Cola bell glass was made available. He started advertising on the radio in the 1930s and on the television in 1950. Currently Coca-Cola is advertised on over five hundred TV channels around the world. In 1931, he introduced the Coke Santa as a Christmas promotion and it caught on. Candler also introduced the twelve ounce Coke can in 1960. The CocaCola contour bottle was patented in 1977. The two liter bottle was introduced in 1978, the same year the company also introduced plastic bottles (Coca-Cola multiple pages).

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In 1985, the Coca-Cola Company made what has been known as one of the biggest marketing blunder. The Coca-Cola company stumbled onto the new formula in efforts to produce diet Coke. They put forth 4 million dollars of research to come up with the new formula.

This was the first flavor change since the existence of the Coca- Cola company. The change was announced April 23, 1985 at the Vivian Beaumont Theater at the Lincoln Center. Some two hundred TV and newspaper reporters attended this very glitzy announcement. It included a question and answer session, a history of Coca-Cola, and many other elements (Oliver 131).

The 1996 Summer Olympics will be held in Atlanta, Georgia, the home of Coca-Cola. One great earmark that the Coca-Cola company has is helping the people of Atlanta. One way to see all of the achievements of the Coca- Cola company is to visit the World of Coke in Atlanta. It houses a collection of memorabilia, samples of the products, exhibits, and many other exciting items (Facts, Figures, and Features Multiple pages). All of what has been said is the basis of what Coca-Cola was built on. Without societies help, Coca-Cola could not have become over a 50 billion dollar business. Keep on consuming the world's favorite soft drink, Coca-Cola.
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COCA-COLA IN INDIA

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Atul Singh President & CEO, Coca-Cola India Atul Singh took over as the President & CEO, Coca-Cola India from 1st September 2005. Prior to this assignment, Atul Singh was the President of East, Central & South (ECS) China Division in January 2005. Given the strategic importance of China, a Division within the greater China Division was created. ECS China Division consists of Shanghai, the Swire Territories of China, Hong Kong and Taiwan. Additionally, Atul was also responsible for the global and strategic Key Customer Relationships for Greater China and was a member of the Customer Leadership Council. Prior to his appointment as the President of East, Central and South China Division, Atul served as Deputy Division President and headed the Operations group of China Division. Under Atul's leadership, mainland China operations were among the fastest growing Coca-Cola businesses worldwide for the past 3 years. Atul started his career in the Coca-Cola system in 1998 as Vice President, Operations of Coca-Cola India Division. He led the Franchise Operations and Key Accounts group of the India Division from 1998 to 2001. Atul then joined the China Division in July of 2001 as Region Manager of East China, China Division. Under his leadership, East China Region exceeded volume and profit targets by growing at double the rate of other regions. Prior to joining Coca-Cola, Atul worked for the Colgate Palmolive Company for 10 years and held several roles including Country General Manager, Nigeria (1995-1998), CFO then General Manager, Romania (1992-1995) and Finance Manager, USA Body Care (1990-1992), Prior to Colgate, Atul worked as an Auditor with Price Waterhouse in New York. Atul, holds a MBA degree from Texas Christian University

COCA COLA IN INDIA

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Introduction:After a 16-years absence, Coca-Cola returned to India in 1993. The Company's presence in India was cemented in November that year in a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Coca-Cola India has made significant investments to build and continually improve its business in India, including new production facilities, wastewater treatment plants, distribution systems and marketing equipment. During the past decade, the Coca-Cola system has invested more US $ 1 billion in India.
Coca-Cola one of the country's top international investors.

than

In 2003, Coca-Cola India pledged to invest a further US$100 million in its operations. Coca-Cola business system directly employs approximately 6,000 local people in India. In India, we indirectly create employment for more than 125,000 people in related industries through our vast procurement, supply and distribution system. Virtually all the goods and services required to produce and market CocaCola locally are made in India. The Coca-Cola system in India comprises 25 wholly-owned companyowned bottling operations and another 24 franchisee-owned bottling operations.is A network of 21 contract-packers also manufactures a range of products for the Company. The complexity of the Indian market is reflected in the distribution fleet, which includes 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities, and trademarked tricycles and pushcarts.

Coca-Cola in India - Products & Quality

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Leading Indian brands Thums Up, Limca, Maaza, Citra and Gold Spot join the Company's international family of brands including Coca-Cola, Diet Coke, Sprite and Fanta, plus the Schweppes product range

Our Kinley water brand was launched in 2000. In 2001, our energy drink Shock and our first powdered concentrate, Sunfill, hit the market. Annual per capita consumption of soft drinks in India is nine 8-ounce servings. In early 2003, Coca-Cola India collected Advertiser of the Year and Campaign of the Year awards for the Thanda Matlab Coca-Cola allmedia campaign. The Company ranking up "firsts" in the introduction of Canned and PET soft drinks, vending machines and backpack dispensers for crowds of cricket supporters. The Coca-Cola system adheres not only to national laws on food processing and labeling, but also to our own strict standards for exceptional quality. The Coca-Cola Quality System, to ensure that we are offering consumers only the highest quality products.

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PRODUCT LINE OF COCA-COLA At B.B.L. Ltd.

BRANDS IN COCA-COLA
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CORE PRODUCTS OF COCA-COLA

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Thums Up Strong Cola taste, Exciting Personality Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by CocaCola Company in 1993. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys.Thums Up is available in tha market in the different packs i.e.200 ml, 300ml, 500ml, 1 lts, 1.5 lts,& 2lts.

Coke

It is the heart product of the CocaCola Company. It has covered the entire globe i.e. it is the market leader in more than 70 nations. In the introduction phase, it was the mixture of cocaine and alcohol. But later on, due to the demand of consumer, it was converted into soft drink with the name of Coca-Cola. Before the alliance this product was the biggest competitor of the parle product Thums Up. Coke ia available in the market in the different packs i.e. 200ml, 300 ml, 500ml 1.5 lts. & 2 lts.

Limca

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Lime n' lemoni Limca, the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of million of consumers for over 3 decades. The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavor soft drink in the country. The sharp fizz and lemoni bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise.Limca energizes refreshes and transforms. Dive into the zingy refreshment of Limca and walk away a new person.

Fanta Internationally, Fanta- the orange drink of the coca-Cola Company, is seen as one of the favorite drinks since 1940's.Fanta entered the Indian market in the year 1993.Over the years Fanta has occupied a strong market place and

s identified as "The Fun Catalyst". Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles. This positive imagery is associated with happy, cheerful and special times with friends. Fanta advertising over the time has had highest association with fun and friends that has reflected through past TY commercials like Masti Ka Taste, Bajao masti Ki Ghanti to the recent commercials Dil Khol Ke at the Airport. Rani Mukerjee, as the brand ambassador for Fanta is the perfect embodiment of brand character vis fun, vivacious and energetic. Fanta is available around the country in 200ml, 300ml, 500ml+100mlfree, 1L+200mlfree, 2L and 330ml cans.

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Sprite Worldwide Sprite is ranked as the No. 4 soft drink and is sold in more than 190 countries. In India, Sprite was launched in year 1999 and today it has grown to be one of the fastest growing soft drink, leading the clear lime category. Today sprite is perceived as a youth icon. With a strong appeal to the youth, sprite has stood for a straightforward and honest attitude. Its clear crisp refreshing taste encourages the today's youth to trust their instincts, influences them to be true to who they are and to obey their thirst. Sprite advertising for has always been memorable with very high recall value, especially amongst the youth. With popular TV commercials like Lisa ray, Aish, Market research and its latest take on its competitor-"I don't want to do" sprite has stood in the minds of the youth as "Sprite Bujhaye Only Pyaas, Baki All Bakwaas", which has became recognizable around the country. Sprite is available around the country in 200ml, 300ml, 500ml, 500ml+100ml free, 1.5ltr, 2ltr, 2.25ltr and 330ml cans. Sprite ice (Blue) launched in June 2005 and sprite zero is launched in mid of July.

Maaza Maaza was launched in 1976.here was a drink that offered the same real taste of fruit juices and was available throughout the country. In 1993

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maaza was acquired by Coca-Cola India.Maaza currently dominates the fruits drink category. Over the years, brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like "Taaza Mango, Maaza Mango" and "Botal main Aam, Maaza hain Naam", consumers regard Maaza as wholesome, natural, fun drink which delivers the real experience of fruit. The current advertising of maaza positions it as an enable of fun friendship moments between moms and kids as moms trust the brands and kids love its taste. The campaign builds on existing equity of the brands and delivers relevant emotional benefits to the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza". It is available in SKU's of 250ml RGB, 65ml, 125ml, and 200ml Tetra pack. Launched in 2005 is the new packing of maaza 1.2ltrs, 600ml (PET).

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Brindavan Beverage Pvt. Ltd. A Brief Profile

BRINDAVAN BEVERAGES LIMITED BAREILLY

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Brindavan Beverages ltd and authorized bottling company was situated by the managing director Mr.S.N.Ladhani with an initial capital of Rs.25 lakhs in 1986.

Brindavan beverages had a franchisee agreement with Parle exports ltd. For 10 years manufacture and seed its products.

During November 1993, Parle exports sold all of its 60 franchisee to Coca-Cola India in order to compete with Pepsi. In this way, BBL has undergone in the territory of Coca-Cola. The company is manufacturing and selling 200ml, 300ml, 500ml, 2ltr of Thumps up, Limca, Coke, Fanta, Sprite & Kinley Soda for Bareilly & other nearby districts such as Badaun, Moradabad, Rampur, Pilibhit, Nainital, Haldwani etc.

BBL has its production unit having speed of 1520 bottles per minute, PET 40 bottles minute, located at PARSAKHERA Industrial area BAREILLY. The Storage of filled bottles is done in a huge godown which is located at next to the production unit. The M.D. is the head of the organization.

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Distribution Network
As it has been already stated that this particular plant has been taken over by the Coca-Cola Company it has 85 distributors, many depots cover 16 districts under its belt and they are still growing. The name of districts it covers is as follows.

o Bareilly o Badaun o Haldwani o Shahjahanpur o Pilibhit o Rampur o Moradabad o Chamoli o Pithoragarh o Lakhimpur o Nainital o Almora o Karnprayag o Rudraprayag

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o Kashipur o Rudrapur o Ramnagar

Right from the first year of the incorporation the company is running in top profit. This is just because of many reasons. One of them is that there is no other plant in nearby. and also the saving due to local company in the region. It tends to lower distribution cost, transportation cost, which gives good margins to the distributors and retailers and company as well.

Marketing Activities places in the Coverage Area

o Bareilly o Badaun o Rampur o Moradabad o Shahjahanpur o Almora o Chamoli o Pithoragarh

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o Nainital o Ranikhet o Lakhimpur o Pilibhit

DISTRIBUTION PROCESS
The Coca-Cola soft drinks are produced in the plant at Kanpur here products are supplied to the warehouse. From warehouse the products are distributed through Direct & Indirect Routes.

DIRECT ROUTE
The Direct Routes are those in which the company owned trucks run by salesman cum driver, distribute products to the retailers.

INDIRECT ROUTE :Indirect Routes are those in which products are supplied to the distributors appointed to the different areas. The distributors then distribute products in their own trucks or tempo to the retailers. Finally retailers serve the products to the customers.

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DISTRIBUTION PROCESS

FACTORY WAREHOUSE DIRECT ROUTE INDIRECT ROUTE

RETAILERS

DISTRIBUTORS

CONSUMERS

RETAILERS CONSUMERS

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Promotional Activities
Promotional activities play a greater and important role in the entire marketing effort being carried out by B.B.L.Pvt. Ltd., are to generate more sales as well as the create and maintain an image of its product.

Thus B.B.L.Pvt. Ltd carried out its promotional activities as a controlled and integrated program of communication and material design to present its soft drink to the prospective customer. It also helps in communication the need satisfying qualities of soft drink, to facilitate the sales and eventually to contribute towards the profit in long range. The tools used by B.B.L.Pvt. Ltd. for fulfilling the various purposes of its promotional activities are the following:-

Point of sale display Dealers sales contest Sales promotion through special event market Sales promotion through salesman that is personal selling. Advertising
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 Incentives

Point of Sale Display:

A sensible man does not have to go far to find out whatever a common panwala knows that people buy with their eyes. Every item on sale in a shop is displayed in front where people can see it at the first sight. It is the same with all the shops and vendors in towns either selling consumers or selling soft drinks. Rather in selling a product like COKE display is more than help, it is an essential element because soft drink is bought on impulses on the spur of the movement. Thus, the product is tested when it is brought at peoples attention.

Dealers sale contest:

Another method of sales promotion being used by the B.B.L.Pvt. Ltd. through its distributors is to conduct dealers sales contest during the peak seasons i.e. during April to July. In it the dealers are given prize in the form of free cases of soft drinks. In the contest at first his or her respective distributors according to their categorize each dealer. Then each distributor fixes a target of minimum sale for each category to which every dealer according to his or her category has to achieve during the contest period. The dealers achieving highest sales over and above the
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target set is giving the awards as under, the order of prizes announced first prize, 2nd prize, 3rd prize in terms of number of free cases of soft drinks.

Special event market:

The dealers at special event sport place the banners and stall of Pepsis products like picnic fates cricket test match, social are used to cater the people. It helps in promoting the sale as well as in creating an image of products.

Salesman contest:

Salesman contest are held to motivate the sales man. Under the scheme salesmen are given monetary incentive on the basis of sale made in their given route.

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Media planning:
A very important part of advertising is to decide the medium of advertising and how much to spend in each media: Newspaper & Magazines Radio TV Hoarding Product of sales materials (paintings, glow signs, D. Board)

Advertising is one of the important factors, which all put together results sales. It has to be backed by the distribution network, effective servicing, dealer, goodwill and so on. Thus, advertising has to be very carefully woven with the entire demand

All advertisement expenditure is incurred by Coca-Cola India. Only display board and wall paintings expenditure is done by the company.It is 8 to 10 % of the sale of the year.

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Product Mix At Brindavan Beverage Pvt. Ltd.

Brand Coca-Cola Packaging 200ml 300ml 330ml 600ml 2 ltr Thumps Up 200ml 300ml 330ml 600ml 2 ltr Limca 200ml 300ml 600ml 2 ltr Sprite 200ml 300ml 330ml 600ml 2 ltr Maaza 250ml 600ml 39

1.2ltr Kinley Soda 300ml 600ml

Fanta

200ml 300ml 330ml 600ml 200ml

Mmpo

400ml 1000ml

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PRODUCTION AND PROCESS

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42

PRODUCTION PROCES:
INGRADIENT DELIVERY
Ingredients are not the only things delivered to the plant. Other materials such as bottles, cans, labels and packaging are also delivered. Many plants outside the United State use refillable bottles for economic reasons, while in the United States we do not. When bottles and cans are delivered to the plant, they are carefully inspected to ensure that they meet our exacting standards. Once these have passed initial inspection, they move on to be washes and/or rinsed.

SWEETENER:
Supplied by select producers, a variety of sweetener plays a central role in creating in our beverages. Sweetener vary by location and range from sucrose (table sugar) and high-fructose starch syrup to low calorie products such as aspartame, which is often used in the Americas with diet beverages, and acesulfame-K, which is often Soused in European countries with light beverages.

WATER:
Since water is key component to all our beverages, its quality is critical. And, since public water quality varies around the worlds, each plant further treats the water it uses. This means that before water is added toad

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any of our beverages, its rigorously filtered and cleanses. We then continuously sample the water to ensure it meet our standards.

MATERIALS:
Ingredients are not the only things delivered to the plant. Other material such as bottles, cans, labels and packaging are also delivered. Many plants outside the United State use refillable bottles for economic reasons, while in the United States we do not. When bottles and cans are delivered to the plant, they are carefully inspected to ensure that they meet our exacting standards. Once these have passed initial inspection. They move on to be washed and/or rinsed.

WASHING & RINSING:

To ensure quality, each bottle is washed, sanitized and rinsed before being filled. While this sounds simple, the actual steps can differ but bottling plant. Outside the United States, many plant use refillable glass or plastic bottles. To be ensuring they meet our cleanliness standard, bottles are first hit with pre-rinse jet, which remove any dirt or debris. They are then soaked in a high temperature deep-cleaning solution that removes any remaining direct and sanitizes them. The bottle then moves to the hydro wash where they are washed again with a deep-cleaning

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pressure spray. Finally, the bottles are rinsed with cooling water jets before being visually and/ore electronically inspected. In the United States, we primarily use new bottle, not refillable ones. This allows the washing and rising steps to move much more quickly.

MIXING & BLENDING: H2O:

Mixing and blending begins eighth the simple step of mixing pure water with refined sugar, which creates simple syrup. While in some countries measuring the correct amount of sugar is done by batch, in many North American and European plants measurements are made using continuous blending systems.

SECRET FORMULA:
Our secret formula is.still secret! That right, the secret formula remains a mystery to the millions of people in nearly 200 countries who enjoy our refreshing beverages every day. Even though cannot tell you the secret, you can be sure that Life Tastes Good with Coca-Cola.

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H2O & SYRUP:

With the syrup nearing its final state, we mix it with pure water, creating the finished uncorroborated beverage. However, the water and syrup must be mixed in right ratio. This done by the beverage proportioning equipment. It accurately measures the correct ratio for each and sends this mixture to the carbonator.

CO2 Added:
Adding CO2 or carbon dioxide gas is the final touch that carbonates the beverage. Carbon dioxide not only gives our beverages their effervescent zest, but it also adds to the distinctive and familiar taste everyone has come to expect from our beverages.

FILLING:
Once all the ingredients have been mixed and blended and the bottles have been cleaned and sanitized, were ready to start filling. This is a surprisingly complex process requiring precision at each step. To begin with, bottles must be carefully timed as they move to the filler synchronization is key. Once at the filler, bottles are either held securely in place by flexible grippers or precisely placed under filling valves by centering devices. Before the bottles can be filled, the inside of the bottle

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must be pressurized. This allows for the force of gravity itself to draw the beverage into the bottle-a process that ensures the smooth flow of liquid, with little to no foaming.

CAPPING:
Once filled, bottles are then capped. We use different caps for different bottles-glass bottles are usually topped with a metal crown while plastic bottles are primarily topped with a plastic screw top. Each cap type then moves through different parts of the machine, which ensures each cap stays scratch-free and is in the right position to be precisely placed on the bottle. As quality and freshness is key, we use a no-closure detector during the capping process and a go-no-gauge or torque meter after the bottles has been capped. The no-closure detector checks if a screw to or crown has been placed on a bottle. The process actually stops if the detector doesnt find a closure. The go-no-gauge checks for the proper crown crimp and the torque meter check make sure the screw top are good and tight. If the bottle caps arent just right, the beverage can become flat or be affected in other ways. If this happens, the bottle is discarded.

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LABELING:
Once the bottles have been filled and capped, they move on to be labeled. A special machine dispenses labels from large rollers, cuts them and places them on the bottle. For special labels such as commemorative bottles for football championship, the labels are sent to the bottling plants from approval, and then used for packaging. Depending on the occasion, some of these special bottles will go only to specific locations. For example, a national football championship bottle will be sent only to the hometown or state of the championship team.

CODING:
The bottle is now ready to be coded. Each one of our beverages is marked with a special code that identifies specific information about it. Some codes simply identify there date the beverage was bottled or caned. Some come in the form of a date stamp while other codes are much more complex. These codes identify the day, month, shift and plant in which the beverage was made and use a combination of letters and numbers. you can not see code on your container. Its because some bottlers use invisible ink that can only be read with special technology. Product coding allows us to ensure that you receive our beverage at their flavorful best.

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INSPECTION:
We respect bottles at many points during the process. With refillable bottles, it happens when they are first bottles the plant. They are also inspected after they are washed and are filled; Inspectors look for has the right

external bottle important and make sure each bottle

amounts of beverage. White for a substitute for a human inspector we also use bottles inspection machine. When inspecting empty bottles, the machine shoots and strong light beam an through the bottom of the bottle to light collector variation in the light mean that bottle must be discarded. Once the bottle is filled, some plant dect whether the exact among of beverage has been fitted the bottle. If not these are discarded. Even after fitting samples bottles for analysis in its lab to ensure quality is up to standard.

Once our filled beverages have passed final inspection, they are ready to be packaged for delivery. Generally, packaging can refer to everything from the unique bottle and can designs, to label designs, to cardboard boxes and containers, to plastic rings. Because the needs and tastes of our consumers are so diverse, the packaging varies depending on where the beverages are being sent.

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In order to make sure the freshest beverages possible get to you, each warehouse must efficiently manage the thousands of beverage cases produced each day. Beverage organization is key, though it is the bottle and can coding that allow for the necessary precision. From the

warehouse, we load beverages onto our distinctive trucks. Night and day, or trucks are delivering our refreshing beverages to stores, soda fountains, and vending machines near you.

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Pricing Strategies

All the pricing strategies are set by the Coca-Cola India. The company announces all the prices of the product line; all the franchisee companies are bound to follow the decisions of the company regarding the product prices.

Local company just decides the discount and schemes, which are to be given to the distributors and schemes, which are to the distributors. They decide the discount considering their distribution cost and other incurred costs in delivering the product.

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Coca-Cola Punch Line

1929-The pause that refreshes 1936-Its the refreshing thing to do. 1942-Its the real thing 1944-Global high sign 1959-Be really refreshed 1963-Things go better with Coke 1969-Its the real thing 1971-Id like to buy the world a coke 1976-Coke is life 1982-Catch is it 1986-Catch Adds life 1989-You cant beat the feeling 1993-Always a Coca=cola 1998-Eat music, Sleep music, drink only Coca-cola 1999-Jo Chaho Ho Jaye, Coca-Cola enjoy 2000-I want Hrithik and I was Coke 2005- Rang le dil khol ke 2006- Coca-Cola Pio sar uthake 2007- Boond-Boond Kushi-Kushi

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RESEARCH METHODOLOGY

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Research Methodology
Research methodology is a procedure designed to the extent to which it is planned and evaluated before conducting the inquiry and the extent to which the method for making decisions is evaluated before conducting the inquiry and the extent to which the method for making decisions is evaluated. The research methodology if scientifically developed enables the research to establish with high degree of confidence, cause and effect relationship between the research between the research activities and observed outcomes.

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Data Analysis and Interpretation ---For Brand Availability Index in Market

Step1 In this type of market research firstly we prepare a format of avix. These contains, no. Of outlets, separate column for various brands of Coca-Cola. In these depicted in short forms like

Coca-Cola Thumps Up Fanta Limca Sprite Kinley Soda MAZZA

Ko Tu Fx Lm Sp Ks MZ
MMPO

MIKL MAID PULPI ORANGE

Step 2 After preparing the avix, we want to route and area which are given to us by company to research.
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Step3 We went to every outlet of those routes which were assigned and we checked that which brand is chilled and which is warm. After what we calculated we the filled stock on that outlet. In the avix we put a tick for cold stock of the brand, and note the crates and manufacturing date. If in any case of nil stock we draw a line.

Step 4 This procedure is repeated in every outlet on that route. I do this procedure for every 15 days regularly on that route.

Step 5 Every day after dampening the route we calculated the percentage availability of every brand of Coca-Cola, together calculated the chilled percentage of the various brands. After this, using the formula we calculate the Brand Availability Index.

Formula For Calculations:(Total chilled Stock * 100)/ Total stock(Chilled & warm)

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Data Collection method

Data Source:
Primary as well as secondary data sources are used to make project efficient & faithful.

Primary Sources of Data:

Observations Survey Form Questionnaire

Secondary Sources of data:

Companys Catalogue Business magazines & newspaper Sales Staff Internet

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Observations:

Careful observation of all the out lets have been done to find out the location visibility, house keeping etc.

Survey:

For the survey of Bareilly region we adopted stratified sampling method. Under this method we divided the whole Bareilly market into various Stratas according to route wise. Survey is done in various stratas non-random and by judgmental approach. Survey is done from shop to shop and data collected was analyzed to reach any conclusion.

Sample Size

For Brand Availability Index200 shops in 6 stratified groups.

For Factors Influencing Consumer Buying Behaviour 200 consumers of different age groups.

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Area wise shops Surveyed

Area Name

No. Of Shops Surveyed

Phase 1:

Delapeer

25

G.T.Road(Delhi Road)

25

Civil Lines

60

Phase 2:

Badaun Road

30

Nanital Road

35

Pilibhit Byepass Road

59

25

GRAPHICAL REPRESENTATION OF DATA

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Analysis For Factor Influencing Consumer Buying Behaviour

Sample Size 200 Consumers Sample Contains:

Statistical Figures:

AGE GROUPS

15-21 yrs 22-25 yrs 25-35 yrs 35-45 yrs

% OF People Surveyed

40%

28%

22%

10%

Graphical Analysis

% OF People Surveyed

10% 15-21 yrs 22-25 yrs 25-35 yrs 35-45 yrs 28%

22%

40%

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QUESTIONS ASKED TO THE CONSUMERS & ANALYSIS OF THEIR RESPONSES Question 1 66282796.docWhich Brand you normally consume?

Statistical Figures:

Coca-Cola Range 55%

Graphical Analysis
0.6 0.5 0.4 0.3 0.2 0.1 0 1 2 3

Pepsi Range 45%

Series1 Series2 Series3

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Question 2 Which flavor does you like most?

Statistical Figures:

Cola 77.50%

Mango 10.00%

Lemon 10.00%

Orange 2.50%

Graphical Analysis

Flavors liked by people

10% 10%

2.5% Cola Mango Lemon orange

77.5%

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Question 3 In Coca-Cola, which sub-brand you like most?

Statistical Figures s Thumps CocaUp Cola 25% 20%

Maaza
10%

Others Sprite 34% Fanta 9% MMPO 2% 2%

Graphical Analysis

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Question 4 Which packing do you like?

Statistical Figures

Glass bottle

82%

pet 15%

Can

3%

Graphical Analysis

PACKING LIKED BY PEOPLE

3% 15%

Glass Bottle Pet Can

82%

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Question 5 Which size do you prefer?

Statistical Figures

200 ml. 25%

300 ml. 60%

500 ml. 10%

2 litres 5%

Graphical Analysis

Size prefered by people

10%

5%

25% 200 ml. 300 ml. 500 ml. 1.5 or 2 litres

60%

Question 6 When you like to drink a cold drink?

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Statistical Figures

Rarely 25%
Graphical Analysis

Occasionally

Generally

Mostly 25%

15%

35%

People often like cold drinks

25%

15% Rarely Occasionaly Generally Mostly

25% 35%

Question 7 If your brand of cold drink is not available then what you do?
Statistical Figures:

Go for another Brand

Dont buy

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90%
Graphical Analysis

10%

10% Don't Buy

90% Go for another Brand

\ Question 8 Why do you buy a particular brand?

Statistical Figures:

Due To Taste

Company Name

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Due To 77.50% 10.00% Packaging 10.00%

Any other Factor 2.50%

Graphical Analysis

Any other Factor

2.50%

Due To Packaging

10.00%

Company Name

10.00%

Due To Taste

77.50%

Question 9 Which medium of advertisement effect you the most?

Statistical Figures:

Television

Radio

Newspaper

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Roadside 72.50%
Graphical Analysis

5.00%

10.00%

Hordings 12.50%

Roadside Hordings

12.50%

Newspaper

10.00%

Radio

5.00%

Television

72.50%

Question 10 What is the effect of celebrity endorsed products on the buying behaviour on you?
Statistical Figures:

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Very Much 30%

Graphical Analysis

No Effect 30%

Up to an Extent 40%

40% Up to an Extent

No Effect

30%

30% Very Much

Question 11 Are you Health Cautious about it?

Statistical Figures:

Yes 40%

No 60%

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Graphical Analysis

60%

40%

Yes

No

Analysis for Stock Availability of various Brands of Coca-Cola in Retail Outlets Sample Size : 200

Overall availability in Bareilly City

Percentage Wise Distribution figures (Brand wise) Statistical Figures: 72

Thumps Up 29%

Limca 14%

Maaza
5%

CocaCola 21%

Fanta 17%

Sprite 10%

Kinley soda 1%

MMPO 3%

Graphical Analysis

Area wise Brand Availability Index

Area Name:- Delapeer

Statistical Figures: Thumps Limca Up 10% 27%

CocaCola 23%

MMPO Maaza 7% Sprite 9% Fanta 19% kinley 1% 4%

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Graphical Analysis:

Area Name:- G.T.Road(Delhi Road)

Statistical Figures: Thumps Limca Up 9% 31%

CocaCola 21%

MMPO Maaza 9% Sprite 11% Fanta 14% kinley 1% 4%

Graphical Analysis:
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Area Name:- Civil Lines

Statistical Figures: Thumps Limca Up 14 28%

CocaCola 18%

MMPO Maaza 8% Sprite 12% Fanta 16% kinley 2% 2%

Graphical Analysis:

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Area Name:- Badaun Road

Limca 10% Thumps Up 32% CocaCola 16% MMPO Maaza 5% Sprite 14% Fanta 22% kinley 0% 1

Statistical Figures:

Graphical Analysis:

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Area Name:- Nanital Road

Statistical Figures: Thumps Limca Up 10% 25%

CocaCola 25%

Maaza 4%

Sprite 12%

Fanta 21%

kinley soda 0%

MMPO 3%

Graphical Analysis:

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Area Name:-Pilibhit Byepass Road

Statistical Figures: Thumps Limca Up 10% 26%

CocaCola 26%

Maaza 6%

Sprite 11%

Fanta 20%

kinley soda 1%

MMPO 0

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Graphical Analysis:

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FINDINGS

FINDINGS
The findings of the project are following: 1) Most of the people use to drink the brands of Coca-Cola. 2) Most of the consumers like cola flavour. 3) Most of the consumers like the sub brand Sprite.

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4) People prefer the glass bottle in comaparision to pet and can. 5) Most of the consumers like the packing of 300ml. 6) Most of the people consume the cold drink generally. 7) The distribution of all the brands is not good in comparision to PepsiCo. 8) The people are attracted towards advertisements on Television. 9) The demand of cold drink in summer is very high.

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CONCLUSIONS

CONCLUSIONS
There is a communication gap in distribution channel so retailers are not getting advantage of discounting & trade scheme.

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 Company sales executive should inspect the market time to time while they do not take interest so that some retailers are unsatisfied with company.

If retailers complaints regarding discounting & trade scheme then he is not responded properly.

Retailers do not get the companys actual schemes.

Distributors have not maintained proper stock so that retailers do not get all the products by which sale, discounting & trade schemes are effected.

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SWOT ANALYSIS

Strengths
Acquired Thumps up with a big market share Improved quality control Latest and advanced technology Modified and attractive packing
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 Strong Brand Name

Weakness
Tight cash policy Less concentration on local advertising Lack of sales promotional schemes Less number of empties than Pepsi All package size is not available in the market

Opportunities
Good rural market Direct distribution

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 Per capita consumption in India is still low. The growth opportunity is phenomenal

Threats
Intense competition with Pepsi Pepsi is having already very good position in the mind of consumer hence it is very tough to get more market share. Pepsi have provided sales generating assets to a large no. of retailers due to that they are selling only Pepsi products. Due to the problems of supply people of rural areas fail to get their demanded quantity at the time of marriage or their special occasions

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PROBLEMS FOUND

PROBLEMS FOUND
After visiting nearly 220 outlets I found that there are some common problem of retailers, which are as,

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1.

The retailers are not getting proper delivery of the desired products. They are complains that they are not getting delivery regular. This may force them to take other alternatives.

2.

Retailers are asking about schemes. They are complaining that they are not getting proper facilities, although their sale is very good. They do not have chairs and tables and in some cases if they have it is not in good condition.

3.

One of the big problems that the company doesnt has a direct and permanent contact with retailers. It is a general complaint that there is a big communication gap between the company and them and no one is coming the them to know their problems

4.

The Questionnaire was in English language so the people found

difficult

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SUGGESTONS

SUGGESTONS FOR BRINDAVAN BEVERAGES

There are great potential markets in the rural area. But no availability of product in those areas, company is making a great loss of revenue.

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 The company should equal concentrate on small as well as big outlets or dealers.

Sponsorship to small events should be given instead of sponsoring large big events.

The company officials should keep eye on the fact that the schemes are properly reaching to the outlets holders.

Company officials should visit each and every outlet and make some interaction. This will help to make customer loyal.

The distribution system in some area is not good. The major complaint which retailer file is that after the booking the crates they get the product after 2 or 3 days. So they as well as company making loss in such areas. The major complaint is that the vehicle comes once in 2 or three days while the Pepsis distribution vehicle comes twice a day.

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 There retailer should get all the schemes which are made for them. Some of retailers complaint that sales person promise to give the schemes but they doesnt give to them in actual.

In many of the areas the Kinley Soda brand is not available or if it is, is very rare. So Company should give schemes to promote sale of Kinley soda.

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ANNEXURES

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QUESTIONNAIRE
Name.. Age. Q.1 Which Brand you normally consume? a) Coca-Cola b) PepsiCo Q.2 Which flavor do you like most? a) Cola c) Orange b) Mango d) Lemon

Q.3 In Coca-Cola, which sub-brand you like most? a) Coca-cola b) Thums Up c) Maaza d) Sprite d) Fanta e) Others Q.4 Which packing do you like? a) Glass bottle b) pet Q.5 Which size do you prefer? a) 200 ml. c) 500 ml. Q.6 When you like to drink a cold drink? a) Rarely c) Generally b) 300 ml. d) 2 litres b) Occasionally d) Mostly c) Can

Q.7 If your brand of cold drink is not available then what you do? a) Go for another brand b) Dont buy Q.8 Why do you buy a particular brand? a) Due to taste c) Due to packaging b) Companys name d) Any other factor

Q.9 Which medium of advertisement affects you the most? a) Television b) Radio c) NewsPaper d) Road Side Hordings Q.10 What is the effect of Celebrity endorsed products on the buying Behaviour on you? a) Very much b) To much Extent c) No Effect Q.11 Do you health cautious about cold drinks ? a) Yes b) No

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BIBLIOGRAPHY
BOOKS:
Kothari C.R.; Research Methodology, New Age, New Delhi,2007. Ramaswamy V.S., Namakumari S.; Marketing Management, Macmillan India Ltd, 2003. Kotletr P.; Marketing Management,Darling Kindersley(India)Pvt. Ltd.,Delhi,2005. Biyani K. ; IT HAPPENED IN INDIA,Rupa company , New Delhi,2005 Saxena Rajana ; Marketing Management, Tata McGraw Hill,New Delhi, 2004. Czinkota, M.R.; Marketing Management, Pearson Education Asia,New Delhi, 2004. Staton William J.; Fundamentals of Marketing, McGraw Hill, New Delhi, 1994. Bull, Victor P., Marketing Management: A Strategic Planning Approach, McGraw Hill, New York, 2001.

WEBSITES:

www.google.co.in www.yahoo.com www.coca-cola.com www.coca-colacompany.com WWW.BRINDAVANBEVERAGE.COM

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